MARKET RESEARCH ON CONSUMER BEHAVIOUR HAS BEEN PUBLISHED “FROM INTENTION TO DECISION”

The Internet has disrupted traditional notions of marketing, and has changed the way we think about how products get to consumers. The internet enabled mobile phones were a major part of this disruption and businesses are looking for ways to be more strategic about how they connect and provide information to their consumers via mobile.

There is a need to have full understanding into the consumer’s full journey along the mobile path so that marketers can better craft their communication strategy.

In this regard, Wild Fusion‘s specialist research unit, employing quantitative research methodology, and online data gathering, commissioned a research with one objective — to understand how this consumer thinks and acts, from intention to decision, in the crucial micro-moments of knowing, going, doing, and buying.

In this study, we sought the opinion of Nigerian consumers across several key locations in Nigeria, and using the Big Data tools joined with analytical software for data evaluation and insights which form the basis for this report, we uncovered interesting revelations. Findings from this research show Nigerians have come far in accepting mobile as a means of conducting transactions, with 3 of 5 Nigerian shoppers surveyed preferring to shop with their mobile phones, and carrying out significant mobile shopping transactions at least once a month.

This report also sheds more light on consumer preferences and motivations for using particular channels to meet mobile purchase needs, including other key information and recommendations to guide businesses and brand marketers in making more informed strategic choices.

At Google I/O 2016, Sundar Pichai, Google’s CEO, dished out a slew of impressive numbers about the rapid adoption and engagement on the internet across the world. We call the numbers impressive because he made clear the kind of speed and transformation the internet itself continues to experience, and what the world has become as a result. Things we once imagined impossible are the new normal.

Now, the stats that stopped us right in our tracks were the mobile stats – over 50% of search and activities from about 3 billion internet users across the world, growing from just 300 million some 3 decades back, were mobile. Being one of Africa’s leading marketing and media technology companies, the preponderance of the figure seemed just fine, the shock did not happen at first, we took the numbers in, but things took a drastic turn when we went “bigger picture” on the data and asked ourselves “can you imagine the implication of those numbers? That is magic.”

Then, it began to occur to us the possibilities the numbers represent; the outcome for AI, VR and AR, the power of the reach and accompanying outcomes on people, nations, economies, politics, and tech itself. These are not predictions, these are things happening already, delightfully disrupting our lives everyday. We are nearer to IoT proliferation than we originally thought.

Bringing the point home to Nigeria – world’s most populous black nation – where internet penetration stands at 49% , which is 27% of the entirety of Africa’s internet penetration, the effects of mobile disruption are as significant.